Modern communication technology like the Internet has resulted in a

Modern communication technology like the internet has resulted in a personalized media culture.

Users now select, tailor and consume content on their own terms, at their own time and to their own taste.

Algorithms, feeds and on-demand access build an individual media world around each person.

A community media culture stresses shared local participation, which is not the individualised pattern the internet chiefly produced.

A national media culture points to a common broadcast experience shared across a whole country, unlike this personalised turn.

A rural media culture names a specific setting rather than the individual-centred shift that internet technology brought.